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Waterford to phase out cheaper products to focus on luxury brand

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'The US is still our biggest market and they are really embracing the luxury direction,' says marketing manager Emily Brophy. Photo: Naoise Culhane.

'The US is still our biggest market and they are really embracing the luxury direction,' says marketing manager Emily Brophy. Photo: Naoise Culhane.

'The US is still our biggest market and they are really embracing the luxury direction,' says marketing manager Emily Brophy. Photo: Naoise Culhane.

Crystal-ware brand Waterford is to focus on the upper end of the luxury market. “We have redefined ourselves in the last 18 months,” said Emily Brophy, marketing manager at Waterford.

We have become really focused on what we want to be as a business.”

This includes new packaging highlighting the company’s heritage.

“We’re really getting back to the luxury status of Waterford.”

Over the next year or so some of the cheaper entry-level products will be phased out. “We’re going to take bold steps to be absolutely cemented in our luxury credentials.”

The company’s focus is Ireland, the UK and the US. “The US is still our biggest market and they are really embracing the luxury direction for the brand,” she said at an event in FX Buckley’s Xavier’s Bar in Dublin last week.

Stemware is once again being made in Waterford – up until recently only giftware was made at the Irish factory.

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Its Irish Lace collection is now made in Ireland after the company restarted its apprentice programme some years ago.

Waterford was among those companies which enjoyed a bounce during the various lockdowns thanks to investment in the home.

Brophy said that in the first phase of lockdown, trading was challenging as uncertainty took hold. “But then people eased into the fact they were going to be at home,” she said. “We found it (lockdown) was very kind to us. People weren’t going on holidays, spending on taxis, meals out, babysitters.

“Just as people ate restaurant food at home via takeouts people bought in dinnerware and crystal ware," she said.

Fiskars Corporation, a global supplier of consumer products acquired the WWRD (Waterford Wedgewood) group of companies in 2015.



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